Anta Zheng Jie: Building China Sports Brand Of "World-Class Enterprise"

On April 21st, at the 2016 China sporting goods summit held in Fuzhou, Zheng Jie, President of Anta Sports Products Limited, delivered a keynote speech as a guest, sharing Anta's Thoughts on building a world-class enterprise.

Zheng Zong pointed out in his speech that China

It has become a "draught" to create "world-class enterprises", keeping pace with the development of sports industry is the mission of Chinese sports brand, and the only way for Chinese sports brands to surpass the international giants.

At the end of 2014, the State Council issued the document No. forty-sixth on speeding up the development of sports industry, and promoted the sports industry to "national strategy".

The paper points out that by 2025, the total scale of sports industry will exceed 5 trillion yuan, which will become an important force to promote the sustainable development of the economy and society.

Huge market prospects have attracted various capital flows, although many areas have not yet found a clear business model, but a large number of participants have promoted the rapid development of the sports industry.

The sporting goods industry is the only industry with clear business models and profit models in the sports industry. It is also the first industry to benefit from the rapid development of the sports industry. Chinese sports brands should seize the opportunity to create a respected, high market share and international world-class enterprise.

Craftsman spirit accomplishments respectable enterprise

In February, Anta released its 2015 performance report in Hongkong. The company's revenue reached RMB 11 billion 126 million yuan, an increase of 24.7%. It became China's first sports brand with revenue exceeding 10 billion yuan.

Anta believes that the spirit of the craftsmen, "making every effort to do every garment and every pair of shoes" is one of the important reasons for Anta's performance.

Zheng Zong stressed, "adhering to the spirit of craftsmen and focusing on good products can become a respectable enterprise."

"Attaching importance to scientific research, attaching importance to design and pursuing the ultimate product" are three major points for enterprises to create craftsmen's spirit.

Zheng Zong said.

"In order to practice the craftsman spirit, Anta puts forward the strategy of" single focus ": eliminating external influences, focusing on sports goods and footwear industry, and doing every pair of shoes and clothes.

However, Zheng also pointed out that compared with international brands, the brand strength of Chinese sports brands is still insufficient. Even if the Chinese sports brand achieves the ultimate goal and the high price, it will hardly attract consumers to pay.

In response to this phenomenon, the solution put forward by Anta is: to make the best products at a reasonable price. "Simply speaking, shoes that are better quality than Anta must be much more expensive, and shoes that are cheaper than Anta have a lot of quality."

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Increase the overall market share

After breaking through billions of dollars, Anta put forward the next goal: to achieve 100 billion scale in 2025, and multi brand strategy is the most important strategy for Anta to achieve 100 billion scale.

Zheng Zong said in his speech that multi brand strategy is not a choice but a necessity.

On the one hand, the sporting goods market is developing towards specialization and differentiation. Single brand can not cover all segments.

On the other hand, for the rapidly developing Chinese market, international brands are eyeing them, and they are holding global resources and have brand accumulation for decades or even hundreds of years. Chinese brands can hardly surpass them in a short time.

"Through multi brand strategy, quickly occupy the market segments and create more and less competition is the most effective way for Chinese sports brands to enhance the overall market share of enterprises."

Zheng Zong shared the experience of Anta. At present, Anta group owns Anta, Anta children, NBA, FILA, Dizon and other brands, and will add more brands in the future.

"Anta's multi brand strategic goal is very clear, that is, through different brands to cover different segments of the market, to grasp the public to high-end, adult to children, professional to fashion sporting goods market huge opportunities."

Zheng also pointed out that the acquisition can help companies quickly create multi brand matrix, because acquisitions can integrate buyers and acquirers' brand resources, technology resources and channel resources, and help acquirers quickly enter the new market segments.

Anta successfully entered the high-end market through the acquisition of FILA.

Zheng Zong said that Anta's successful experience in running FILA brand can be summed up as two words: "independence" and "uniqueness".

Independence means the FILA brand has good independence to ensure the differentiation between Anta and FILA.

Unique is tailored to FILA brand excellent and unique products, to attract consumers to buy.

We can not blindly internationalize.

Internationalization is a question that must be considered in the development of enterprises to a certain stage. Chinese sports brands are also trying to "internationalize".

Sports belong to culture, and brands also belong to culture.

To let the international market accept Chinese sports brand is equivalent to letting them accept Chinese culture. Sports is the common language in the world, and Chinese enterprises have opportunities in sports goods.

Zheng Zong said in his speech that China

There are two ways to go out: to be an international enterprise, or to become an international brand.

"Let the brand go out is too difficult, and the time is too long. The internationalization of enterprises is more realistic and easier to succeed. The acquisition of international brands is the most effective way for Chinese enterprises to go out.

First, the image and influence of foreign brands can help Chinese enterprises gain a firm foothold.

Second, the existing channels of foreign brands can reduce the difficulties of Chinese enterprises in rebuilding overseas markets.